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10 Ways to Create Calls to Action That Convert

10 Ways to Create Calls to Action That Convert

The element of your advertisement that instructs your target audience what they should do once they click on your PPC ad and arrive at your website or landing page is known as your call to action in marketing. "Buy now!" is the most basic example of a call to action.

Keith Peterson
Aug 26, 2021

Table of Contents

The element of your advertisement that instructs your target audience what they should do once they click on your PPC ad and arrive at your website or landing page is known as your call to action in marketing. "Buy now!" is the most basic example of a call to action.

The more information you can supply with your CTA to your potential clients, the better it will be for everyone concerned. You can tell your viewers what to expect when they click on your ad, and you can use a clear and obvious message to dissuade the wrong users from clicking. While knowing what industry-specific phrasings or content your potential clients would respond well to is equally vital, the CTA guidelines below will help you get started.

Start your CTA with a Powerful Command Verb

It's all about being succinct and precise with your call to action. With the character limit set at 35 characters per description line, you don't have a lot of room in your ad to get your point through, therefore it's crucial to get right to the point. Make it clear to your audience what you want them to do, and don't waste time — start the CTA with the desired action.

  • Do you run an e-commerce site? Use phrases like "purchase," "shop," or "order" to start your CTA.
  • Are you promoting a white paper or a newsletter? Use phrases like "download" or "subscription" to start your CTA.
  • Do you want someone to make a request for more information? Try phrases like "fill out a form for..." or "find out how..."

Let's return to the example of the white paper. If you're a marketing agency showcasing your most recent ideas and insights, you'll want to make sure your audience knows how to get their hands on that white paper. If your CTA says something like "Our latest white paper is available," you could not receive a lot of clicks since people aren't sure where or when they'll be able to access it. A call-to-action like "Download our white paper today!" is significantly more direct and informative, which should increase CTR.

Use Words that Elicit Emotion or Excitement

As a result of their enthusiasm, you want to be able to elicit a significant response from your audience. If your call to action is enthusiastic, your audience will be as well. Consider a CTA like "purchase now and save 50%!" — not only are you presenting them with a significant benefit, but who wouldn't be happy to obtain their item for half price?

A CTA like "plan your dream vacation today!" will thrill someone trying to arrange a trip with their family and make them eager to click on your ad. Adding an exclamation point to the end of your CTA to elicit that enthusiasm is a simple but effective touch here. It makes your CTA stand out and adds a little extra oomph.

Give Your Audience A Reason To Do What You Want Them To Do

To put it another way, what's in it for them? Will it assist them in performing their jobs more effectively, losing weight, or saving money? This will be closely related to your value proposition, or distinct selling point (USP). Making a lovely USP/CTA mash-up is a great way to increase clicks. Your USP is likely one of the most crucial components of gaining new leads, therefore creating a nice USP/CTA mash-up is a fantastic way to boost clicks. “Call today to book your free consultation!” would be a nice illustration of this. You've not only mentioned the action you want the user to perform (call today), but you've also given them a reason why they should do so (a free consultation).

Make the Most of FOMO

When it comes to an effective CTA, this is one of my favorite strategies. FOMO, or the fear of missing out, is a powerful motivator. When people believe they are about to miss out on a once-in-a-lifetime chance, they will be fast to jump on board.

One of the finest ways to leverage FOMO in your CTA is to announce a limited-time deal or promotion that your organization is doing. You undoubtedly receive emails with this type of content on a regular basis, as I do. I'm referring to messages like "Shop now!" The sale will finish on Monday,” which might be during a three-day weekend.

During the holiday season, you may even say, "Buy now while supplies last!" It's difficult to disregard such a prompt, especially in a time-sensitive, under-the-gun circumstance (e.g. the Christmas season). Generating fear of missing out in your CTA, similar to provoking enthusiasm, will almost certainly result in more clicks.

Get To Know Your Gadgets

It's no secret that creating a compelling call-to-action is critical. However, I recommend that you consider tailoring your CTA to the device that your audience is using. Because the screen sizes are about the same and people use them for search in comparable settings, Google considers desktop and tablet to be the same device. A person sitting on the couch at night who sees an ad on TV for a product they're interested in is an illustration of this. The next thing they'll probably do is pull out their laptop or tablet and conduct a search on it.

Mobile devices, on the other hand, have a different user behavior and search intent than desktops and tablets, therefore it's a good idea to adjust your CTA accordingly. Users who conduct searches on their desktop or tablet are often still conducting research and are not ready to make a decision. Users seeking for anything on their phone, on the other hand, are frequently looking for "immediate satisfaction" or quick results.

Someone could be strolling down the street when they notice an advertisement on a moving bus and quickly get out their phone to look up what they saw before it fades from their mind. Instead of exploring a website, their search will most likely culminate in a phone call to perform the desired action. My recommendation is to build a CTA for your ads that run on mobile devices that is more focused on making a phone call. You might use phrases like "call now to get started" or "call us today for more information," which will guide your target audience to do the action you want.

There are two approaches to improve the effectiveness of this strategy:

  • Google allows you to specify a mobile preference for your advertisements, allowing you to limit which ads appear for searches conducted on mobile devices. This option allows you to concentrate your CTA on generating more phone calls.
  • Call extensions, which allow you to display your phone number alongside your adverts, are also available. This option is available on all platforms, and I strongly advise you to use it, however Google alters the way your call extensions appear on mobile searches automatically. Instead of your phone number, a little "Call" button will show on the screen, allowing one-touch calling. This is referred to as Google's "Click-to-Call" feature.

Don't be Frightened to Use Your Imagination

It's critical to keep your CTAs fresh, just as you should with your overall ad language. A decent, old-fashioned A/B test can help you figure out which CTAs get you clicks and which ones get you frowns. While tried-and-true calls-to-action, like the ones we've just mentioned, are always good to employ, you never know how they'll perform in your account unless you apply them.

PPC is unquestionably a trial-and-error game (which is why it can be so difficult! ), and your calls-to-action are no exception. Something may appear to be a good idea on paper or sound good when a colleague recommends it, but the only way to know for sure if it will work for your account is to test it out. It's enough to make you pull your hair out if your target group doesn't respond positively to what could be termed a "surefire CTA." Not only should you try out different CTAs, but you should also be innovative with them. If your target demographic isn't responding to your adverts, you might want to try something different!

When feasible, use numbers.

We respond favorably to numbers such as price, discounts, promotions, and incentives, among other things. It helps us decide whether or not it's worth splurging on stuff we really want but aren't necessarily necessary in our daily lives. So, when the occasion occurs, why not use that method to reach out to your target audience?

I'm a strong believer in incorporating pricing information in your ad language in general, and your CTA is no exception. If a user sees your pricing information in your ad and decides to visit your website, you know they're still interested in the product or service you're selling. Now you know you've got yourself a valuable click and a better possibility of getting a convert. However, if you don't include pricing information in your ads, someone may click on to your site, thrilled about your products/services, only to be turned off by your costs; you've now created a less-than-ideal situation. This results in your account's dreaded wasted expenditure, and who wants to cope with that?

Experiment with the pricing information in your CTA, as well as any other numerical data that applies. A call to action like "Shop today for TVs under $300!" It not only demonstrates how little a user is willing to pay for a television, but it also addresses the FOMO factor (sneaky, huh?). If you're conducting a shipping promotion, something like "order by Sunday for 1-day shipping" might work. Perhaps you're an auto body business wanting to entice customers with a discount; your CTA could be something like "Book today!" “Get 15% off your next visit.”

Use Obnoxious Language as an Honorable Mention

This isn't in the top seven since it can be a touch risqué, but it can be really successful at attracting someone's attention. I don't always encourage trying this because it's difficult to pull off, but using negative remarks might occasionally motivate someone to alter something they're embarrassed about. For example, if I was searching for ways to lose weight on Google and came across a call-to-action like "stop your bad diet immediately," I might simply click. Sure, it's a little rude, which is why I advise using it sparingly, but it really gets people's attention.

Another scenario would be if I needed to repair brown patches in my grass. If I was browsing Google and came across an ad that said, "Your yard stinks, let us cure it," I'd not only chuckle, but I'd also definitely click - simply to see what that lawn service could do for me. With this strategy, you're treading on thin ice, but it can pay off.

Demonstrate Immediate Gratification

Nobody enjoys waiting. I despise seeing big lines at the airport or at the bank. You're most likely in the same boat.

As a result, if you want to build your internet business, you need to make sure your customer service is up to par. Putting your customer's patience to the test, such as with long hold times, accounts for 35% of what customers consider unsatisfactory customer service.

The ultimate reason you're in business is to satisfy your consumers. In addition, delayed satisfaction is the polar opposite of quick gratification. When ideal customers arrive at your landing page or store, they have queries like, “Will buying this product or joining your email list provide me with the most satisfaction?” Deferred gratification is the key to success in practically every other real-life situation. We cherish the things for which we must strive and wait. When it comes to encouraging consumers to take action online, especially when selling a digital product (such as an ebook or software), even a minor delay in providing what they want will negatively affect your conversion rate.

Make Up Your Own

However, you don't have to stick to the tried-and-true ones. Make your own call to action by being inventive.

To begin, write down what your organization does for its customers (or simply look at your mission statement). For instance, I own and operate a spa where customers can receive facial treatments.

Then, using the verbs and modifiers, create a two- to five-word call to action. Where appropriate, include pertinent information such as "Get a free mud mask" or "Treat yourself today!"

These were some of the most effective call to action examples from recent online marketing efforts. It's time to put your skills to use! Utilize the examples above to inspire you to develop a call to action that is unique to your company or use one of the classics. Remember that increasing conversions requires a lot of testing, secondary call to action buttons, and a variety of CTAs around your site.

Keith Peterson | I'm an expert IT marketing professional with over 9 years of experience in various Digital Marketing channels such as SEO (search engine optimization), SEM (search engine marketing), SMO (social media optimization), ORM (online reputation management), PPC (Google Adwords, Bing Adwords), Lead Generation, Adwords campaign management, Blogging (Corporate and Personal), and so on. Web development and design are unquestionably another of my passions. In fast-paced, high-pressure environments, I excel as an SEO Executive, SEO Analyst, SR SEO Analyst, team leader, and digital marketing strategist, efficiently managing multiple projects, prioritizing and meeting tight deadlines, analyzing and solving problems.

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